Country of Origin Effect and Animosity on The Attitude and
Purchase Intention of Foreign Products
Ramadani
a
*, Sri Gunawan**, a
n
d Jamaliah***
The purpose of this study is to examine COO effect and Animosity on the attitude and purchase intention of foreign products in ethnic subculture within a country. This research is tested in Malay and Chinese ethnic subculture in West Kalimantan, Indonesia. The categories of product are foods from Malaysia. Sample in this study is 435 respondents, consists of 218 Malay respondents from Ma-lay and 217 Chinese respondents. The collection of data was using non probability sampling method by combining accidental and snowball sampling. Data analysis uses structural equation modeling
(SEM) Multi-group.The results show that, there is a positive influence of COO on attitudes of foreign products for both Malay and Chinese ethnic. This study also show that, the influence of COO on the
purchase intentions of foreign products can only be proven in chinese etnic. Furthermore, the results
show that animosity have a negative influence on attitude toward foreign products. In addition, at
-titude also have a positive influence on the intention to purchase. However, this study fails to prove the influence of animosity on the intention to purchase of foreign products. These results indicate that
there are differences in consumer behavior between Malay and Chinese ethnic in the evaluation of foreign products.
Keywords: Country of origin, animosity, purchase intention, ethnic-subculture, foreign products, cross-culture marketing.
Tujuan dari penelitian ini adalah untuk menguji pengaruh COO dan Kebencian terhadap sikap dan niat beli produk asing dalam subkultur etnis di suatu negara. Penelitian ini akan diuji dalam subkultur etnis Melayu dan Cina di Kalimantan Barat, Indonesia. Kategori produk adalah makanan dari Ma-laysia. Sampel dalam penelitian ini berjumlah 435 responden, terdiri dari 218 responden dari etnis Melayu dan 217 responden dari etnis Cina. Pengumpulan data menggunakan metode non probability sampling dengan menggabungkan accidental dan snowball sampling. Analisis data menggunakan
structural equation modeling (SEM) Multi-group. Hasil analisis menunjukkan bahwa terdapat penga -ruh positif COO terhadap sikap pada produk asing untuk kedua etnis Melayu dan Cina. Penelitian ini, sebaliknya juga menunjukkan bahwa, pengaruh COO terhadap niat pembelian produk asing hanya
dapat dibuktikan pada etnik Cina. Hasil penelitian ini juga menunjukkan bahwa kebencian memiliki
pengaruh negatif pada sikap terhadap produk asing. Selain itu, sikap juga memiliki pengaruh positif terhadap niat untuk membeli. Namun, penelitian ini gagal untuk membuktikan pengaruh kebencian
terhadap niat untuk membeli produk asing. Hasil penelitian ini memberikan fakta terdapatnya perbe -daan perilaku konsumen antara etnis Melayu dan Cina dalam mengevaluasi produk asing.
Kata kunci: Negara asal, kebencian, niat beli, subkultur etnik, produk asing, pemasaran lintas bu-daya.
* Departement of Management, Faculty of Economics, University of Tanjungpura, Email: dhania75@gmail.com ** Departement of Management, Faculty of Economics and Business, University of Airlangga
Introduction
The political tension between Indonesia and Malaysia can lead to consumer animosity. There are some issues, such as the seizure of Ambalat strait, cross border Sambas and Serawak, In-donesia labor cases, which they are treated not humanely and a claim for Indonesian culture, can lead to animosity in Indonesian people
to-ward Malaysia. Riefler and Diamandtopoulos
(2007) stated that emotional can not be sepa-rated from the territory disputes, economic ar-guments, diplomatic disagreements, and or
reli-gious conflict. Thus, consumer animosity seeks
to explain consumer negative attitudes toward Malaysia will affect negatively on the attitude toward the products.
Klein et al. (1998) conducted a study for
the first time that provides a model of animos -ity towards the purchasing of foreign products from the consumers in the Republic of China toward Japanese products. This model pre-dicts that the animosity toward a country will affect negatively to the purchasing of foreign products which ignore the considerations about product judgment. The result of the research
shows that the animosity significantly influence the purchasing decisions beyond the influence
of CE. This research was developed further by Klein on American consumers toward Japanese products (1999). Furthermore, Klein (2002) re-examines the concept on Japanese consum-ers toward Japanese products, Korean products and American products. The result showed that the animosity of American consumers toward
Japan have a significant effect in the lower
preference towards Japanese products in com-parison with Korean products. Several studies have tried to expand the theoretical foundations of the animosity that was built by Klein et al. (1998) which was conducted in China. Some of those studies are Nijssen and Douglas (2004) in the Netherland, Russel and Russel (2006) in
America and France, Nakos and Hajidimitrou
(2007) in Greek, Torres and Gutierrez (2007), Bahaee and Pisani (2009a,b,c) in Iran, Jimenez and Martin (2010) in Spain, Maher et al. (2010) in America. There are a number of limitations of those studies that emphasize less on the cul-tural comparisons between the countries in their research especially in developing countries
where the availability of domestic products is still limited and inferior in quality of products compared to developed countries.
More recently several studies have tried to develop research of Klein toward ethnic sub-cultures that exist within a country such as,
Cicic et al. (2005) in Bosnia and Herzegovina
(Bosnia, Serbia and Croatia ethnic), Shoham et al. (2006) in Israel (Israeli Jews and Israeli Arabs) and Rose et al. (2009) in Israel (Israeli Jews and Israeli Arabs). These studies found there are differences in the level of consumer animosity existing ethnic groups.
This study expands the research of Klein et al. (1998) and other related researches by ex-amining the animosity model by including the construct of country of origin effect. These at-tention is not only emphasizing on the attitude and positive evaluation on the foreign products or imported product, but also the interest in examining consumer negative attitudes on for-eign products. The results of this study are
ex-pected to provide benefits: First, This study will
prove the relationship the COO and animosity towards consumer attitudes and purchase inten-tions of foreign products. Second, This study contributes to that consumer behavior towards foreign products differ not only in the context of cross-country (cross-national) but also can differ in the scope of ethnic cultures that exist in a country.
Literature Review
There are several concepts developed in the study of international marketing that plays
an important role in influencing consumer at -titudes and buying behavior towards foreign products. First, the concept of country of origin or commonly known as COO (Liu et al. 2006). Second, COO concept, there is a concept of animosity which was developed by Klein and Etension (1998, 1999, 2002), which was rela-tively new (Bahaee and Pisani 2009c) and have
not been studied extensively (Nakos and Haji -dimitrou, 2007).
One concept that is used in assessing con-sumer of foreign brands is the concept of coun-try of origin (COO) where the product is made.
According to Kotabe and Helsen (1998:35) and
by consumers to evaluate products and foreign brands.” There are some facts indicate the COO is associated with a particular product category (Ranjbarian et al. 2010). Consumer assessment of product quality is affected by the country of origin of the product (Klein, et al. 1998). The
influence of COO is also known as the concept of “made in” an expanded definition as a posi
-tive or nega-tive influence of products from a
country will probably affect consumer attitudes and purchasing decisions. (Watson and Wright, 2000; Amine 2008)
The impact of COO on perception, con-sumer attitudes, and purchase intentions toward foreign and domestic products is one the most
often developed study in the field area of in-ternational marketing. There is an emphasis of research on consumer evaluations of the
prod-ucts based on the COO (Hamin and Elliot,
2006 and Ranjbarian et al. 2010). Yagci (2001) in less developed countries. COO can be used to predict consumer attitude and purchase in-tention toward foreign products like the studies of Jimenez and Martin (2010), Ranjbbarian et al. (2010), Moon and Jain (2002),Apil, (2006), Bahaee and Pisani (2009); Edward et al. (2007); Russell and Russell, 2006).
H1: There is a positive influence of COO on the
attitudes of foreign products for both eth-nic.
H2: There is a positive influence of COO on the
purchase intention of foreign products for both ethnic.
Animosity
Consumer animosity is conceptualized “as the remnants of antipathy related to previ-ous or ongoing military, political, or econom-ic events”(Klein et al.,1998:90). Klein et al. (1998) distinguish animosity based on war
animosity and economic animosity. However,
Jung et al. (2002) and Ang et al. (2004) distin-guish the tipology animosity based on national animosity Vs personal animosity and stable animosity Vs situational animosity. Klein et
al. (1998) stated that animosity is influence the
consumer purchasing decisions regardless of the assessment of the product (product judg-ment).
Consumers animosity describe a negative emotional attitude or antipathy towards a coun-try or a particular group (Klein and Ettension, 1999). Rose et al. (2009), stated that consumer animosity may explain the negative attitude of consumers towards the products of certain countries and consumers reluctant to buy prod-ucts from the countries. According to Nakos
and Hadijimitrou (2007), “if someone has a
strong negative view of outsiders, it is possible
that these views will influence their purchas -ing behavior”. Emotions and negative attitudes
held by consumers can influence their percep -tions, attitudes and even their buying behavior towards foreign products.
Some studies show that the animosity has a negative effect on attitudes and purchase inten-tions on foreign products, such as Klein et al. (1998; 1999; 2002), Mincheol, (2001), Nakos
and Hajidimitriou, (2007), Torres and Gutier -rez, (2007); Bahae and Pisani, (2009a, c), Rose
et al. (2009). Study of Huang et al. (2008) dis -covered the phenomenon of consumer animos-ity, which in turn negatively affects consumer intentions to purchase Taiwan products from mainland China and Japan. Studies of Nijssen and Douglas, (2004) found that animosity have a positive impact on reluctance to buy foreign products. Russell and Russle (2006) found the cultural resistance emerged with preference
in-creasing for domestic films when animosity is
activated.
H3: there is a negative influence of animosity
on the attitude of foreign products for both ethnic.
H4: there is a negative influence of animosity
on the purchase intention of foreign prod-ucts for both etnic.
Attitudes and Purchase Intentions Foreign Products.
attitudes and behavior, (Peter and Olson, 2010). Attitudes of consumers has been studied in-tensively, but marketers tend to be more con-cerned with real consumer behavior, particu-larly purchasing behavior (Peter and Olson, 2010). Attitudes will not be considered an im-portant thing for marketers if the attitude is not
able to show its influence on the final step of the
consumer in the purchase (Javalgy et al. 2005). According to Mowen and Minor (2002), Model desire to behave (theory of reasoned ac-tion) developed by Fisbein et al. (1975) is to improve the model’s ability in predicting the at-titude toward the object of consumer behavior. Peter and Olson, (2010) stated Fishbein realize that a person’s attitude toward an object does not have to be strong related to their specif-ic behavior. In contrast, direct determinant of whether consumers will engage in a behavior is the “desire” them to engage in such behav-ior. The desire to behave is a proposition that connects to the action to come. When consum-ers choose different purchasing behavior, they form a desire or plan to buy, (Peter and Olson, 2010). Consumer behavior comprises all the consumer action to acquire, use and dispose of goods or services, “Mowen and Minor, 2002). Meanwhile desire to behave (behavioral
inten-tion) can be defined as the willingness of con -sumers to behave in a certain way in order to possess, dispense, and use the product or ser-vice. “So the model does not attempt to predict the desire to behave one’s behavior, but the de-sire to act, (Mowen and Minor, 2002).
There is a positive relationship between at-titudes towards importing foreign goods and
in-tention to purchase foreign goods based on the
findings of studies COO (Al-Sulaiti and Baker,
1998; Javalgi et al. 2005). Javalgy et al. (2005) stated the relationship between attitudes and buying behavior has been helpful in explaining the purchase of products with high involvement
in CE studies (eg studies Herche, 1994; Kayna
and Kara, 2002; Moon, 2002; Sharma et al., 1995; Watson and Wright, 2000). Thus, a posi-tive attitude toward the product imported from
one country can be expected to influence the
purchasing decisions of foreign products.
H5: There is a positive influence of attitude on
the purchase intention of foreign Products.
Methodology
This study was using survey meth-od. This study was conducted in West-Kalimantan,Indonesia. Samples in this study are 435 respondents, consists of 218 respon-dents from Malay and 217 responrespon-dents from Chinese ethnic. The collecting of data was us-ing non probability samplus-ing method by com-bining accidental and snowball sampling. The Product categories consist of food products such as snacks, frozen foods, soft drinks, and milk.The variables in this study is divided into
two classification: exogenous variables which
consists of COO and Animosity; endogenous variable that is Attitude and purchase intention of foreign products from Malaysia. This study employ structural equation modeling Multi Group (SEM Multi-Group).
Measurement scales of variables in this study used a Likert scale of 1-5. Furthermore,
the measures used in this study were based on previous research. Multi-item measures used to measure all constructs. Variable Country of
Origin (X1) is defined as the image of the coun -try of origin of certain products in particular categories of food products from Malaysia and America. This study measures the COO
con-struct by modification measurements from Liu et al. (2006), included five indicators: The high
durability of the product, has a price equal to the quality, have high reliability, have high re-liability, have high functionability, have good quality. Consumer animosity measures the hos-tility toward nation with four subscales by Jung et al. (2002) and Ang et al. (2004): national stable animosity (three items), personal stable animosity (three items), national situational animosity (three items) and personal situational
animosity (five items). Attitude of foreign prod -uct measures in this study was used the mea-surement from Zolait and Mattila (2009): I have a positive attitude about the products of the XXX. Another item of attitude from Liu et al. (2006): I am interested in products from the XXX. Intention construct is the intention to purchase of foreign products from Malaysia and especially in the categories of food
prod-ucts as measured by two items: desire to buy and recommendation to others.
Result and Discussion
The differences of mean of construcs for both ethnic shown in Table 1.
According to Anderson and Gerbing (1988), SEM has two-step analytic procedure, that are measurement and structural model.
Measure-ment model contains the evaluation of the fit
indicators of the constructs.
Validity and Reliability Testing
Examining single-construct model of all the indicators that measure the construct has value CR (critical ratio) above 1.96 or a probability
level of significance below 0.05. Value stan -dardized loading estimate on all of constructs were above 0.4. CFA results indicated that the constructs in this studies show that COO, ani-mosity, attitudes and purchase intention has good convergent validity.
The reliability testing tested on two sub-groups of Malay and Chinese ethnic samples showed that almost all constructs had a
Cron-Table 1. Constucts means on the Malay and Chinese ethnic
COO Construct Malay Chinese
MALA
YSIA-Country of Origin 3,23 3,31
Animosity 3,23 2,85
-National stable animosity 3,75 3,51
-Personal stable animosity 2,47 2,08
-National Situational animosity 3,53 3,20
-Personal Situational animosity 3,15 2,62
Attitute of foreign products 3,24 3,54
Intention to purchase 2,8 3,12
Table 2. Results of Full Model
Index cut-off Malaysia
bach alpha values above 0.7. Reliability can also be seen from the composite reliability test-ing ustest-ing a test construct reliability. Value con-struct reliability (CR) on almost all concon-structs were above 0.7.
The test results of full model in the two eth-nic groups (Malay and Chinese) is shown in Table 2.
Full testing of the structural model using SEM multi-group on two groups of samples are Malays and Chinese ethnic on the categories of food products from Malaysia COO shown in Figure 2 and Figure 3. Fit indexs of model can be seen in Table 2. Testing a conceptual model of Malaysian food categories (X2 = 156.704,
prob = 0.010) do not meet the criteria model fit.
The expected value is a small X2 with probabil-ity> 0.05. Therefore necessary to look at the size
of the other fit goodness. GFI values is 0.946.
AGFI value for Malaysian food models is 0.916
has met the criteria of model fit. Absolute value
of the other measures used in this study is Cmin / DF <2.0, already meet the requirements. Other
than that seen the value of RMSEA (Root mean square error of approximation) is a measure of the tendency of trying to improve the chi square statistic reject the model with a large number of samples. RMSEA values on Malaysian food product category (RMSEA = 0.028) and have
met the criteria of model fit.
Other measures in the structural model is
an incremental fit index measures using TLI.
TLI values in the categories of food products from Malaysia COO (0.976), has been model
fit. In addition to measures of absolute fit and incremental fit measures used the size of par
-simonious fit measures. This measure linking goodness of-fit model with a coefficient esti
-mate is needed to achieve the level of fitness. In this study the parsimonious fit index measures
using CFI, IFI, and PNFI PGFI. CFI values in the model of Malaysia (0.982) and IFI (0.982) are also above 0.90. PGFI value for Malaysia (0.613) and PNFI value for Malaysia (0.705) also are within the required limits were above 0.50. Thus most of the suitability index models
Malay Ethnic Standardized Estimates
can already be met, so that the model said to be good and can be used for hypothesistesting (Table 3).
The results show that, there is a positive
influence of COO on the attitudes of foreign products for both Malay (H1a) and Chinese eth
-nic (H1b), so H1 is accepted. This study also
show that the influence of COO on the purchase
intentions of foreign products of Malaysian foods can only be proven in Chinese ethnic,
and can’t be proven on Malay ethnic. Thus, H2a is rejected but H2b is accepted. Furthermore,
the results show that animosity have a negative
influence on attitude toward foreign products,
Chinese Ethnic Standardized Estimates
Figure 3. Structural Model on Malaysian Foods in Chinese Ethnic
Table 3. Hypotheses test and structural models
Model 1. Std Estimate Std error C.R Sig
Malay
H1a COO ---> Attitude 0,540 0,120 5,154 0,000
H2a COO ---> Intention 0,061 0,141 0,590 0,555
H3a Animosity ---> Attitude -0,315 0,031 -3,596 0,000 H4a Animosity ---> Intention 0,003 0,036 0,035 0,972 H5a Attitude ----> Intention 0,755 0,155 5,837 0,000
Model 2. Chinese
H1b COO ---> Attitude 0,459 0,118 4,406 0,000
H2b COO ---> Intention 0,159 0,131 2,377 0,017
H3b Animosity ---> Attitude -0,330 0,045 -4,072 0,000 H4b Animosity ---> Intention -0,153 0,044 -0,269 0,788 H5b Attitude ---> Intention 0,577 0,138 3,792 0,000
thus H3a and H3b are accepted. However, this study fails to prove the influence of animosity
on the intention to purchase of foreign
prod-ucts for both ethnic, so H4a and H4b are re -jected. In addition, attitude also have a positive
influence on the intention to purchase of foreign products, thus H5a and H5b are accepted.
The results of this study indicate that people from Chinese ethnic have a better perception in assessing the quality of products from for-eign countries that are more advanced. This is
reflected in the valuation of COO is higher in
Chinese than Malay ethnic group. Especially, in the evaluation of food products from Ma-laysia. The results of this study also show that Malay people have a higher level of animosity towards Malaysia compared with the Chinese people. These results indicate that there are dif-ferences in consumer behavior between Malay and Chinese ethnic in the evaluation of foreign products.
The research proves that the rational aspects
of COO influence consumer attitudes towards foreign products. The results corresphe findings
of Jimenez and Martin (2010), Ranjbbarian et al. (2010), Moon and Jain (2002), Edwards et al. (2007) and Russell and Russell (2006). Furthermore, this study proves that emotional aspects of animosity also affect attitude. This
study is supported by the finding of Klein et
al. (1998; 1999; 2002), Mincheol (2001),
Na-kos and Hajidimitriou (2007), Bahae and Pisani
(2009a, b, c) and Rose et al. (2009).
The results of this study also support the
findings of Nisjenn and Douglas (2004), Torres
and Gutieres (2007) and Jimenez and Martin (2010). This study indicates that both the PCI (rational aspects) and animosity (emotional aspects) have a direct impact on attitudes to foreign products for both in the context of the similar or different culture from other countries.
However, this study fails to prove the influence
of animosity toward intention. This study found
that attitute have significant influence towards intention. Thus, the influence of animosity to -wards intention is through attitude as mediator. Furthermore, this study also fails to prove that CE as a mediator variable between PCI and ani-mosity towards the attitude. Therefore, foreign companies have to make some important deci-sions when deciding to enter the market within
a country. This study proved that in develop-ing country such as Indonesia, CE doesn’t
in-fluence attitude. That’s because products from
developed country have a better quality. Thus, foreign companies not only has to examine the image of the COO of products, but also has to
examine the influence animosity on consumer
buying behavior within a country.
Conclusion
The results of this study have implications for theories and empirical in international mar-keting. Consumer behavior towards foreign
products are not only influenced by aspects of
cognition and rationality of consumers but also
influenced by aspects of negative emotions and
attitudes of consumers such as animosity. This study has shown animosity as a strong predictor of the attitude. In addition, this study empha-sizes the importance of the role of ethnic sub-cultures that exist in a country as a moderator variable. The results of this study have implica-tions for studies of international marketing and cross-marketing to consider sub-culture as a moderation of animosity in consumer attitudes and behavior towards foreign products.
The evidence of this study is expected to provide practical implications for foreign or do-mestic companies. The description of the level of COO and consumer animosity of Indonesian is varies by product category and COO. It can be used as consideration in designing market-ing strategies for foreign companies especially from Malaysia to reach the target market in In-donesia. Consumer behavior towards foreign products differ not only in the context of cross national but also in the scope of ethnic cultures that exist in a country. Therefore subcultures
and ethnic identification is an important con -sideration for marketers in creating effective marketing campaigns. The testing of COO and
animosity at the subculture as a first step to
products.
This research has several limitations. First, this study did not differentiate the level of COO and Animosity based on demographic factors such as gender, age, education and income. Thus, provide opportunities for future research to examine possible differences in the level of COO, and Animosity based on demographic factors. Second, this study examined differ-ences in COO, and animosity on attitudes and
purchase intentions in the two majority ethnic group in West Kalimantan on food products that are low involvement. Future research could test this model in other ethnic groups and prod-uct categories (high involvement). Third, this study did not examine the relationship animos-ity and CE in this research. Therefore, future researchers may examine the relationship
be-tween animosity and CE in influencing the atti -tudes and behavior of foreign product purchase.
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